Shop the Look

Times are changing and to stay on top, so must we. Clothing subscriptions like Stitch Fix are taking over by popular demand. It changes the way we shop. Rather than taking the time to put together all the elements of an outfit, that work is done for you and sent to your doorstep.

While aerie may not be a blind subscription, they are dipping their toe into the water by offering the option to Shop the Look, rather than individual items. It makes shopping quicker and nearly effortless. And when they say “Shop the Look,” man do they mean it – everything from head to toe, accessories and what’s underneath! When you click on the look, you are taken to a page (mobile) or pop-up (computer) with all of the items. From there you can uncheck the products you don’t want and select your sizes & colors all in one spot.

I could see this being taken a step further by having shoppers create an account, specifying their favorite colors, styles and size. That way the looks can be sorted by relevancy and sizes & colors pre-filled based on each user’s preferences.

Unfortunately, the landing page is #winning here more than the email. While the email has the call-to-action “SHOP NEW LOOKS WE LOVE,” I feel that they missed the opportunity to make this feature sing! It’s hidden below the fold, below a link to Shop New Arrivals AND under a sale headline. This email lacks focus. I look forward to seeing aerie highlight this new way to shop in future emails!